Get some sun – Davos 2017 | Clapboard Ad Archive

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Get some sun - Davos | Clapboard Ad Archive

Davos and Bandara’s Get some sun campaign in Year set a new standard for experiential marketing in the travel and leisure sector, targeting Zurich’s winter-weary residents with a creative concept that blended immersive technology, sensory stimulation, and celebrity-driven brand recall. With Zurich’s sunless winter as its context, the activation placed a real chairlift installation in the heart of Europaallee and armed visitors with VR headsets that instantaneously whisked them from the city’s grey fog to the sun-drenched panoramas of Davos Klosters. The experience unfolded not as a straightforward product demo but as a meticulously orchestrated sensory journey: participants virtually rode a chairlift, skied across alpine slopes, and found themselves welcomed at the iconic Jatzhütte, with every environmental cue rigorously considered. A fan conjured the crisp mountain wind; a heating element recreated the feeling of alpine sun against skin; and the air was thick with the distinctive aroma of molten fondue, grounding the simulation in a Swiss gastronomic staple. Central to the narrative was the presence of Dominique Rinderknecht, former Miss Switzerland and a visible ambassador for the Davos brand, whose dual role inside the VR simulation and in-person as a surprise host exemplified how a recurring and aspirational personality can deepen emotional connection—a device that sits squarely in Clapboard’s FORMAT#8—Ongoing Characters or Celebrities. Rather than serve as a direct spokesperson, Rinderknecht’s integration lent familiarity, aspiration, and immediacy, helping visitors dissolve the boundary between Zurich’s urban grind and Davos’s mountain hospitality. This seamless interplay of celebrity, setting, and sensory touchpoints not only heightened the drama and memorability of the encounter but also entrenched Davos within participants’ consideration set as a tangible antidote to midwinter malaise. The campaign’s single media asset, capturing authentic emotion and astonishment, underscored the potency of the creative approach—proving that even in measured, real-world contexts, carefully executed multi-sensory and personality-driven engagement can transform perception. Clapboard rates this 69/100. As destination marketers look to the next horizon for experience-led storytelling, Get some sun demonstrates the compounded impact of integrating iconic faces with cutting-edge immersive formats to deliver localized utility and lasting brand equity.

Credits

Client

Davos

Agency

Bandara, Swiss

Category Mind Map

48%

The Davos campaign "Get some sun" leverages immersive virtual reality to bridge the gap between urban winter gloom and the inviting mountain experience of Davos Klosters. The brand proposition centers on delivering a sensory, near-tangible escape from Zurich’s sunless winter by transporting passersby into the sunny alpine environment through a multi-sensory VR setup. This promises potential visitors an experiential taste of Davos’ unique atmosphere, portraying the destination as an accessible oasis of warmth, natural beauty, and cultural charm even amid a bleak urban season. Strategically, the campaign targets urban dwellers in Zurich suffering from lack of sunlight during winter, using a timely insight about seasonal mood and environmental conditions to create an emotional connection. By situating the campaign in a high-traffic public space and employing VR technology combined with sensory stimulations—wind, heat, and the distinct smell of fondue—the campaign heightens realism and engagement, effectively overcoming physical and psychological barriers to travel inspiration. The inclusion of former Miss Switzerland Dominique Rinderknecht, a well-known local figure, further personalizes the experience, lending credibility and a human touch to the virtual journey. The campaign leverages experiential marketing within the hospitality and tourism sector, using innovative technology and cultural touchpoints to stimulate interest and drive consideration for Davos Klosters as a winter destination.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This Davos campaign centers its experience around Dominique Rinderknecht, former Miss Switzerland, tapping her recognizable celebrity status to elevate the experiential VR journey and deliver brand recall. The narrative doesn’t merely tell a story or demonstrate a product—it brings in a known face both virtually and physically, leveraging Dominique’s presence as a Davos “regular.” This aligns with FORMAT#8, where a celebrity is instrumental for audience engagement and to associate aspirational qualities with the brand experience, rather than acting as a direct presenter or testimonial. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. St. Moritz – Positioned as an ultra-luxury alpine resort, St. Moritz combines world-class skiing with exclusive events and high-end hospitality, targeting affluent travelers seeking prestige, glamour, and a sophisticated winter sports experience. 2. Zermatt – Known for its iconic Matterhorn backdrop and car-free village charm, Zermatt differentiates itself through sustainable tourism, family-friendly skiing, and year-round activities, appealing to both adventure seekers and eco-conscious travelers. 3. Verbier – Verbier markets itself as a vibrant, youthful ski destination with a strong emphasis on après-ski culture, extreme sports, and international festivals, attracting a dynamic crowd looking for both alpine sport and social experiences. 4. Engelberg – Engelberg emphasizes traditional Swiss alpine culture combined with a quieter, authentic mountain experience, focusing on quality ski terrain and wellness tourism for families and mid-range travelers. 5. Gstaad – Gstaad positions as a luxury resort blending rustic charm with discreet exclusivity, known for hosting elite clientele through luxury shopping, gourmet dining, and cultural events, appealing to sophisticated travelers focused on privacy and elegance.

Q: What is Get some sun about? A: Get some sun is a 2017 experiential campaign created by Bandara for Davos, targeting the Swiss market. The campaign responded to Zurich’s unusually sunless winter by bringing the alpine sunshine of Davos Klosters directly to city dwellers through an immersive VR installation at Europaallee. Passersby were invited to sit on a real chairlift, don a VR headset, and embark on a virtual journey featuring skiing, mountain vistas, and a visit to the iconic Jatzhütte, all enhanced by sensory effects like wind, warmth, and the aroma of fondue. The experience was anchored by the presence of former Miss Switzerland Dominique Rinderknecht, who appeared both virtually and in person. Q: What creative device does Get some sun use? A: Get some sun employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as defined by Clapboard’s 12-format classification system. The campaign centers its immersive experience around Dominique Rinderknecht, former Miss Switzerland, whose familiar presence is used to create brand recall and emotional engagement. Rather than serving as a direct spokesperson, Dominique acts as a recurring personality who guides participants through the Davos Klosters journey, both in the virtual world and in real life. This approach leverages celebrity association to deepen the audience’s connection to the Davos brand. Q: What is the campaign proposition for Get some sun? A: The campaign proposition for Get some sun is to bridge Zurich’s winter gloom with the inviting atmosphere of Davos Klosters by offering an immersive, multi-sensory escape. Davos positions itself as an accessible oasis of warmth, natural beauty, and cultural charm, targeting urban residents affected by seasonal lack of sunlight. By using VR technology and real-world sensory cues—such as wind, heat, and the scent of fondue—the campaign provides a near-tangible taste of the Davos experience. This strategic positioning aims to inspire travel consideration by emotionally connecting city dwellers to the unique appeal of the Swiss mountain destination. Q: How does Get some sun rank in Clapboard's archive? A: Get some sun holds a Clapboard Campaign Score of 69/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive. Q: Who are the competitors in Davos's category? A: In the Swiss alpine hospitality and tourism sector, Davos competes with several prominent destinations. St. Moritz is positioned as an ultra-luxury resort catering to affluent travelers seeking prestige and glamour, while Zermatt is recognized for its iconic Matterhorn backdrop and sustainable, family-friendly approach. Verbier attracts a youthful, dynamic crowd with its emphasis on après-ski culture and extreme sports, Engelberg offers a quieter, authentic mountain experience focused on wellness and tradition, and Gstaad blends rustic charm with discreet exclusivity for sophisticated travelers prioritizing privacy and elegance.